Buying Behavior of Customers and their Satisfaction Level towards Food Products

Running head: BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
Buying Behavior of Customers and their Satisfaction Level towards Food Products
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1BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
Table of Contents
1. Introduction......................................................................................................................2
2. Project Objectives............................................................................................................2
3. Project Scope...................................................................................................................2
4. Literature Review............................................................................................................3
4.1. Consumer Buying Behavior.....................................................................................3
4.2. Buying Behavior and Purchase Intention within Food Industry..............................3
4.3. Factors of Post and Pre Purchase..............................................................................3
5. Research Questions..........................................................................................................4
6. Research design and methodology..................................................................................4
6.1 Qualitative research:..................................................................................................4
6.2 Quantitative research.................................................................................................6
7 Research Limitations........................................................................................................7
8. Time Schedule.................................................................................................................7
References............................................................................................................................9

2BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
1. Introduction
In the current business world certain issues are taking place regarding product
consumption and the services at a regular basis. Individuals regularly communicate with services
as well as products that are offered within the modern markets. With consumption, the
consumers test the goods which are provided along with generating a viewpoint on the same on
which the satisfaction of consumers are focused (Han and Hyun 2015). The total realization of
purchasing patterns is of increased assistance provided by managers. This is because of the fact
that they address any confusion regarding consumer behavior which supports in revealing the
effect of business surrounding along with consumer based external business factors.
2. Project Objectives
The research objects those are set to be attained after completion of this study on
satisfaction level and behavior of consumers towards food products are elaborated under:
 To analyze the satisfaction level of consumers within Baskin Robins
 To analyze the purchase intention of customers within Australia
 To analyze the manner in which consumer behavior is dealt with and it is vital to analyze
the aspects such as purchase act within the post as well as pre purchase stages
3. Project Scope
For dealing with the aspects associated with the customer behavior, the recent research
has an increased scope of signifying the buying behavior of consumers along with the post or pre
purchase experience stages. The overall study will focus on investigating the purchase intention
as well as consumer satisfaction level (Hoek et al. 2017). In addition, the current research will

3BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
also have a scope of elaborating the interrelationship among the consumer satisfaction and
purchase intention. The study will also center on evaluating the buying intention of the
consumers of Baskin Robins to provide an option to develop features related with food.
4. Literature Review
4.1. Consumer Buying Behavior
Lee and Yun (2015) stated that there are several types of consumer behavior which
decides consumer based purchase intentions. There is increased purchase intention along with
having requirement that buyers need to perceive all purchase based aspects before acquiring any
product. The complex buying patterns of customers are reflected in case of increased consumer
involvement within buying process as well as knowledge regarding vital variances in food
brands.
4.2. Buying Behavior and Purchase Intention within Food Industry
Ramanathan, Subramanian and Parrott (2017) revealed that there are extensive theories
that explain causes of consumer buying behavior and focused on same, research on this concern
took place through evaluating consumer behavior and techniques in addressing them. Kumar, A.,
Bezawada et al. (2016) indicated that traditional strategy is relied on consumer behavior which is
focused on basic approach as well as attaining positive perception regarding food products.
These researchers also stated that from a cognitive viewpoint, processing data is important in
making purchase intentions.
4.3. Factors of Post and Pre Purchase
Kumar et al. (2016) explained that intention of pre-purchase of consumers’ centers on
health issues, suitability and brand image. These researchers also elaborated that the consumer